pawsh

about Pawsh

Pawsh is an app-based platform that connects pet owners to pet groomers for on demand, in-home grooming services. It provides an alternative to traditional grooming routines, presenting a more personalized and convenient approach to pet care.

my role on the project

As the Lead Growth Strategist, I managed a team of six members and assumed a project management role. I spearheaded the development of our strategy, managed internal and client communications, and delegated tasks to ensure consistent project progress.

process

phase 0: Defining the project scope
In the initial calls with the client during the project's discovery phase, my team identified a lack of a clear project scope. Our client’s overarching goal for the project was to enhance the app's user base in Los Angeles, which became our primary focus in the initial phase. However, it became evident that the company lacked a strong foundation for growth. In communicating this to the client, we proposed a redefined project scope, emphasizing the need to address and strengthen the company's internal structure before actively pursuing growth initiatives.


phase 1: Establishing a foundation for growth at Pawsh
To establish a structure for growth, our team started by auditing Pawsh’s existing mechanisms for growth and identified their website and social media as the most significant barriers to the company’s growth.

The website primarily served as a landing page that redirected users to the App Store, thus there was no information on what Pawsh is or how the platform works available on the website. In terms of their social media, Pawsh lacked a consistent social media presence and had a <5% engagement rate.

In identifying these barriers, our team addressed the issues through a proposed overhaul of the website and social media. Suggestions included the creation of distinct "For Groomers" and "For Owners" webpages, illustrating interface variations and emphasizing platform benefits. In addition to recommendations, the team provided guidelines on constructing value propositions for Pawsh to help demonstrate how the platform can add value to its customers, and created platform-specific guidelines for social media posting, outlining strategies for leveraging these tools to facilitate platform growth.


phase 2: Encouraging organic growth
After focusing on building a foundation for growth, my team then shifted to developing strategies to address the client’s initial goal — to expand the app's user base across regions.

Prior to the project, Pawsh faced challenges with limited successful marketing initiatives for user acquisition and retention. Therefore, my team prioritized customer acquisition with the primary use of social media platforms to align with the client's objectives for organic growth.

My team ultimately developed 5+ strategies to propel the company’s growth. This included creating a content calendar to offer content ideas to generate engagement, crafting the logistics of a Free Pet Nail Clipping popup event aimed at boosting brand awareness, as well as outlining instructions on how to implement search engine optimization to enhance visibility online.

Results & Impact

Within a month of updating the valuable propositions on Pawsh’s website, we saw a 6x increase in website traffic. However, due to time constraints in the project, we were not able to achieve a significant increase in acquired customers. This was primarily due to the shift in priorities during the early stages of the project, where a significant portion of our time was allocated towards laying the foundation for growth. As a result, we had limited time to witness the outcomes of our growth strategies.